Meta applies frequency capping rules to WhatsApp marketing messages to protect users from spam and reduce message fatigue. These rules limit how many marketing messages a WhatsApp user can receive within a given time period.
For example, a user may receive multiple marketing messages from different businesses within a short time frame. If the user doesn’t open or engage with these messages, Meta may temporarily restrict the delivery of further marketing messages to that user. As a result, new marketing messages sent during this period may fail to deliver.
Frequency capping is enforced at the Meta platform level and applies regardless of the solution or provider used to send WhatsApp messages.
Why has Meta implemented frequency capping?
Meta introduced frequency capping to prevent over-messaging on WhatsApp, reduce spam and message fatigue, protect the overall user experience, and encourage more relevant and meaningful business communication.
As WhatsApp usage by businesses has increased globally, frequency capping helps ensure that business messaging remains valuable rather than overwhelming.
Refer to Meta’s guide for further information.
Which WhatsApp messages are affected?
Messages affected by frequency capping: Marketing template messages
Messages not affected by frequency capping:
User-initiated conversations
Authentication messages
Service or utility conversations
Frequency capping is enforced per user, not per business.
This means a user’s exposure to marketing messages across different businesses is considered.
How frequency capping impacts message delivery: When frequency limits are reached:
Marketing messages may fail to deliver
Campaign reach can decrease
Delivery failure reasons may indicate platform-level restrictions applied by Meta
These limits cannot be overridden by businesses or messaging platforms.
How does Meta’s Frequency Capping affect WhatsApp Marketing?
Reduced message volume per user: Limits the number of marketing messages a user can receive within a given time period, helping prevent over-messaging on WhatsApp.
Greater focus on relevance: Encourages businesses to prioritize timely and meaningful marketing messages rather than high-volume broadcasts.
Campaign planning adjustments: Requires teams to reconsider campaign frequency, audience segmentation, and retry strategies for failed messages.
Marketing-only enforcement: Applies only to marketing template messages and does not affect user-initiated, authentication, or service conversations.
Global enforcement: It is applied to WhatsApp users worldwide and is not limited to specific countries or regions.
Best practices to reduce the impact of frequency capping
Collect clear user opt-ins: Inform users that their phone numbers may be used to send WhatsApp notifications. Clear opt-in expectations help users anticipate messages and reduce negative engagement signals.
Avoid retrying failed messages immediately: If a marketing message fails to deliver, wait 24–48 hours before retrying. The user may have temporarily reached their frequency limit due to messages from other businesses.
Always include an opt-out option: Provide a straightforward way for users to unsubscribe from WhatsApp marketing messages, such as via a keyword or link. This signals responsible messaging practices to Meta.
Limit campaign volume in short timeframes: Sending too many marketing messages within a short period can negatively affect user engagement and delivery rates.
Focus on relevance, not volume: Messages that provide value and encourage engagement are less likely to contribute to delivery restrictions. Avoid messages that focus only on sales or promotions.
Be cautious with cold broadcasts: Sending marketing messages to large audiences without strong engagement or opt-in signals increases the risk of delivery failures and account quality issues.
FAQ
Is frequency capping limited to specific countries?
No. Frequency capping applies to WhatsApp users globally and is not restricted to a single country or region.
Why are my WhatsApp marketing messages failing to deliver?
This may occur if a user has reached Meta’s frequency limit for marketing messages. Meta does not publish fixed thresholds for these limits.
What can help improve WhatsApp marketing message delivery under frequency capping?
Improving delivery outcomes depends on sending relevant messages at a sustainable frequency. This includes clearly informing users about WhatsApp communications, spacing out marketing campaigns, allowing sufficient time before retrying failed messages, and giving users a clear way to stop receiving marketing messages if they choose.
Does Meta define a daily message limit?
No. Meta does not specify a fixed number of marketing messages per day. Limits are dynamic and depend on user behavior and overall message volume.
Why can marketing messages fail even when users have provided consent?
User consent (opt-in) does not guarantee message delivery in all cases. If a user has already received multiple marketing messages within a short time period, Meta may temporarily limit the delivery of additional marketing messages, which can result in delivery failures.
Does frequency capping affect existing conversations?
No. Frequency capping does not apply to ongoing user-initiated conversations.
Does frequency capping affect utility messages?
Frequency capping primarily targets marketing messages. While rare, some utility messages may still be impacted depending on overall messaging patterns.
Meta’s frequency capping is a platform-level mechanism designed to protect WhatsApp users from excessive marketing messages. Planning campaigns with relevance, moderation, and clear opt-in practices in mind helps improve delivery rates and long-term engagement.